4 Things Your Blog Headlines Must Do

On Our Radar: 2020 Digital Marketing Trends

The 7 Best Tourism Marketing Practices of 2019

On Our Radar | December 2019

5 Things You Need to Know About Facebook Link Posts

5 Things You Need to Know About Facebook Link Posts

By now, you know that you can use Facebook’s free tool to preview your links to see how many likes, shares, and comments they’ve garnered previously. This article is will help you learn about how powerful link posts are and what you should focus on to optimize them. Read on for 5 things you need to know about Facebook Link Posts.

1. How Effective Facebook Link Posts Are

Facebook Photo Vs Link Post

As digital marketers, when posting to social media, our primary objective is to drive traffic to a website. Often, you’ll have the choice between use a photo post (see left post above) or a link post (see right). In this example, the photo post happened to reach about 4.25x more people than the link post, and received about 15x more comments, likes, and shares. However, the link post still garnered 36% more clicks to our website.

While the aforementioned example was random, in one of most recent audits, we looked at 147 posts with links in the past 180 days from October. Here are the results:

PostsClick-Through RateShares, Likes, and Comments
43 Photo Posts.66%34.38
111 Link Posts2.41%94.32

Link-style posts are a fantastic way to get more users to your website.

2. What’s Most Important in Facebook Link Posts

In order of importance when it comes to Facebook link posts:

  1. Image
  2. Link Headline
  3. Post Caption
  4. Link description
  5. Website Display Link

The image will grab their attention and the headline will get them interested in clicking, while the link description and caption will provide them with more information. The display link really comes into play only if it doesn’t jive with the rest of the post. For example, if you’re talking about surfing, you don’t want your display link to end with “/skiing”.

3. You Need a Good Image

All too often, we see link posts that have very small pictures or without any pictures at all (see an example with both above). The majority of users will scroll right past a link post without a thumbnail. Consequently, the most significant aspect of a link-style posts is its picture – it’s even more important than your caption.

You’ll want to ensure it should displays well and is relevant to the topic of the link in order to get the best results. Check out the bright, vibrant colors and contrast in the photo above. Use them to catch users’ attention and draw their gaze to your headline!

4. Headlines Are What Make People Click

(#17 is the worst)

Let’s be fair, you either clicked that link or really wanted to. The headline is what makes or breaks a link post. Located right under the link post’s picture, it’s big and bold, and where users look once the image grabs their attention.

People click links because their curiosity is piqued. This should be your goal when crafting link headlines. Avoid broad, general copy and stick to interesting and specific wording.

5. Don’t Prioritize Post Captions and Link Descriptions

Captions add context to the link preview, and aren’t the primary way users are drawn in. It can tip the scales, but it won’t grab attention. In a world were the average mobile user spends 1.7s on each Facebook post, most simply won’t take the time to read your caption after seeing the headline.

In terms of captions, we recommend making them as short & sweet as possible, as only the first 3 lines will appear before “See More” cuts the rest off. Try using emojis to convey the main theme of the landing page or mentioning 1 or 2 your favorite parts of link.

Link descriptions rarely appear on mobile unless the link’s headline is very short. As 96% of Facebook users accessed the site on mobile as of January 2019, you don’t really need to spend too much time on this aspect. If it does appear, use it to provide more information.

Wondering how to change your link preview? The short answer is that it can only be done by editing the landing page on your website. Check out our blog on what Facebook knows about your links to learn more. Feel free to reach out to us if you have any questions on social media marketing or any other topic, and subscribe to our newsletter to get more helpful tips!

State Tourism Website Traffic Analysis | Q3 2019


The third of our quarterly state tourism website traffic analysis for the 50 official state tourism offices was published today.  The analysis was conducted by the TwoSix Digital team to benchmark and rank traffic to each tourism organization’s website. The analysis graded each state by total traffic, average monthly visits, the share of mobile vs. desktop and engagement factors like pages per visit, average visit duration and bounce rate.   We continued this month to track inbound and outbound links, which gives us some perspective on where the visitors are coming from and where they are going after interacting with state tourism websites. 

Michigan Takes the Lead

The website volume traffic leader has changed for the third consecutive quarter.  The third quarter was led by Michigan, with an average monthly total of 849,506, followed by Colorado, Wisconsin, Florida, and California. In this quarter only 28% of the state tourism websites showed an increase in traffic over Q2.  This indicates that a majority of the states ramp up their promotion and receive the most traffic during the traditional summer travel planning season.  The average number of visits to all state tourism website was 716,294.   

Mobile Traffic

Mobile traffic decreased by 11% from Q2 to 64%.  There is no clear indication of why it has dipped, but the overall average for the last three quarters is 72%, which is in line with other industry data.  We can confidently say that most sites are well over 70% in terms of mobile usage.  And, it is a clear reminder to all tourism organizations that mobile optimization is still one of the most important parts of any online promotional campaign. 

Pages Per Session

The state of Tennessee leads in pages consumed per session with just over 4, followed by Oklahoma, Delaware, Ohio, and Virginia – which are all hovering around the 3.5 pages per session range.  Oklahoma leads the pack with an average time on site of 3:01 followed by West Virginia, Delaware, South Dakota, and Wisconsin

Website Engagement

In terms of overall engagement, Delaware is at the top of the list followed by Alaska, Oklahoma, West Virginia, and Tennessee.  This ranking was calculated by using a weighted scale based on the number of page visits, time on site and bounce rate. We then calculated the overall engagement rate on a scale from 1-10 and ranked the states from 1 to 50.

Incoming and Outgoing Sites

We continued to track the top incoming and outgoing websites in Q3.  The leader for the top incoming site was Google at 70%, down slightly from 74% in Q2.  This again solidifies much of the published data that shows a majority of travel planning begins with a search.  The second most common referred traffic source for state tourism offices was TripAdvisor at a distant 12%.

The top two outgoing sites were Facebook and the National Park Service. Facebook was responsible for 40% of the downstream traffic – an increase of 8% over Q2 – and the National Park Service at 20%.  

Alaska and California lead the way with eight of their outgoing traffic links reaching travel, tourism and hospitality sites while Florida, Georgia, Hawaii and Michigan following with seven each. 

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State Tourism Website Traffic Analysis Infographic | Q3 2019